How to go from corporate to captivating

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Key Takeaways

Incremental Creativity

You can’t jump from a “zero-risk” corporate video to an ultra-creative ad overnight.
Start with small creative experiments to help your stakeholders get comfortable with new ideas.

Big Brand vs. Challenger Mindset

Larger organizations often have more to lose, making them more risk-averse.
Challenger brands with fewer constraints can take bigger leaps faster—but still benefit from a gradual approach.

Learning to Read and Approve Creative

Many teams and stakeholders aren’t used to evaluating scripts or bold ideas.
Introduce them to the concept of “creative risk” in small doses so they can learn how to give productive feedback.

Nitrogen Metaphor & Boiling the Frog

Guy uses a story about alien life forms adapting to nitrogen as a metaphor for acclimating stakeholders to creativity.
Slowly turning up the heat (or adding “nitrogen”) ensures your ideas can survive without being killed off prematurely.

Practical Next Steps

Try smaller, in-house projects that push creativity just a bit further than usual.
Gradually build trust and familiarity among internal teams before bringing in bigger, bolder campaigns.

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